POPULAR rapper Joe Flizzow has always been an advocate for the positive elements of hip-hop music.
From storytelling and sharing of experiences via music to building a community, the genre has been solidifying its presence globally over the years.
"Hip-hop's been slowly rising to the top in an arena that has long been dominated by rock and pop. But the very nature of hip-hop has always been its collaborative essence and in building bridges.
"I've been collaborating with artistes from South Korea, Japan, Indonesia and the rest of the Southeast Asia region. Building this movement is more than just the music, it's a culture and lifestyle as well," says Joe in an online interview.
The artiste and managing director of Def Jam South East Asia ended 2021 on a high note via a collaboration with American hip-hop icon Snoop Dogg on the global superstar's track Alright.
The groovy tune, which also features Redman & Method Man and Nefertitti Avani, is part of Snoop's latest studio album, The Snoop Dogg: Algorithm (Global Edition).
It features close to 50 artistes from around the world on 25 tracks with an added bonus of 15 remixed songs.
FANTASY FULFILLED
"What can I say? It's really a dream come true moment. Method Man & Redman are legends in the hip-hop industry and they are also the reason I have a deep love for rap music even before I became a singer.
"To be on the same track with Method Man and Redman while being presented by Snoop Dogg in the intro is just a very surreal and satisfying experience," gushes Joe.
The 42-year-old artiste, whose real name is Johan Ishak, lets on that he's been a big fan of Snoop since the release of his first studio album way back in 1993.
"I wore out my three Snoop Dogg T-shirts as a teen and I used to rap his songs at talent shows," he says.
Describing his idol as the epitome of cool, Joe adds the international star exuded a calming presence when he saw him in the flesh.
"Ten years ago, I met him after his concert in Bangkok and he was very cool and curious, like a big brother of sorts, who puts people at ease. He was curious and asked lots of questions about Malaysia," says Joe.
REPRESENTING ASEAN
Algorithm is Snoop's first project with Def Jam Recordings, where he also serves as an executive creative and strategic consultant for the famous American music label that is owned by Universal Music Group.
"I'm very proud and extremely happy to see our Malaysian flag on the official album artwork for Snoop's Algorithm (Global Edition)."
Talking further about the collaboration, Joe says: "Snoop wanted to introduce some of the label's next generation of artistes.
"The collaboration started off with just a Zoom meeting with Snoop and myself. We played many of our Def Jam SEA tracks for him to consider being part of and he shared that he wanted to feature (Singaporean rapper) Yung Raja and I.
"This represents a huge step for local and Asean hip hop. I hope this will be the start of more opportunities to come," he says.
FROM STRENGTH TO STRENGTH
Joe first won the hearts of music fans by being one-half of the award-winning rap outfit, Too Phat, in the 1990s that released four albums.
Then he went solo and gained more success with two chart-topping albums — President (2010) and Havoc (2013). His song Apa Khabar, which also featured young rapper SonaOne, became the first ever hip-hop tune to win Song of the Year at the prestigious 29th Anugerah Juara Lagu.
In 2018, Joe garnered another milestone moment by being the first Malaysian to win Best Southeast Asia Act at the MTV European Music Awards.
Dubbed "The President" of Malaysian hip-hop, the tireless artiste has also pushed the local music scene to new heights by creating and presenting 16 Baris, a region-wide rap cypher show that introduces up-and-coming hip-hop talents from Southeast Asia to the world.
"Since 2008, I've been travelling a lot to connect with the hip-hop scene around the world, from New York to Japan and Thailand, to build personal relationships and establish contacts.
"There's no real recipe for success, just do it and keep at it. And never give up on your dreams," says Joe.
NEW ALBUM
Talking about 2022, he says: "I'm looking forward to live shows, where we can go from city to city and even smaller venues to interact with fans."
Having released a few songs during the height of the pandemic such as Kuasa and Ciao, the talented music man also hints at an album release.
"I've got a good set of songs, but it's been pushed back quite a while now. So if everything goes well, an album will be out by next month or so called Johan."
Will it feature Snoop then? "We'll see," he says flashing a big smile.